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Convention & Visitors Bureau previews updated 'Happiness is' campaign, details TAP fund rules and spend
Summary
The Virginia Beach Convention & Visitors Bureau on March 4 presented an updated 'Happiness is' advertising campaign and reviewed the TAP fund rules that limit TAP spending to markets outside Hampton Roads.
The Virginia Beach Convention & Visitors Bureau on March 4 presented an updated, multichannel version of its “Happiness is” advertising campaign and reviewed how the tourism advertising program (TAP) fund is governed and spent.
Nancy Hellman, CVB marketing lead, and Advertising Advisory Committee chairs Delcino Miles and John Zirkle described the campaign as an evolution—“Happiness is” builds on prior creative to showcase beaches, arts, food, shopping and sports tourism. Hellman said the CVB uses a mix of paid media, social and owned content and targeted flights to reach drivable regional markets and travel-ready consumers nationwide. The CVB said it places ads on…
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